Overview
Privacy laws like GDPR and CCPA have changed how businesses collect data. Tag Insight helps you monitor that your tracking respects user privacy choices and follows regulations - without getting into technical details.Tag Insight monitors your tracking to ensure it respects privacy settings. It doesn’t handle consent itself, but verifies your consent tools are working correctly.
Understanding privacy regulations
Major privacy laws
GDPR (Europe)
- Must get permission first
- Users can request data deletion
- Heavy fines for violations
- Applies to EU residents anywhere
CCPA (California)
- Users can opt out of data sales
- Must disclose what you collect
- Can’t discriminate against opt-outs
- Applies to California residents
LGPD (Brazil)
- Similar to GDPR
- Requires local representative
- Protects children’s data
- Brazilian residents covered
Other laws
- Canada (PIPEDA)
- UK (UK-GDPR)
- Many US states adding laws
- Industry-specific rules
What this means for marketing
The compliance challenge
Privacy laws affect how you:- Track website visitors
- Measure campaign effectiveness
- Build customer profiles
- Share data with partners
Common compliance risks
Tracking without consent
Tracking without consent
Risk: Collecting data before users agreeImpact: Fines, legal issues, reputation damageHow Tag Insight helps: Monitors that tracking only happens after consent
Data leaks to partners
Data leaks to partners
Risk: Sharing data with tools that shouldn’t have itImpact: Privacy violations, loss of trustHow Tag Insight helps: Detects when data goes to unexpected places
Keeping data too long
Keeping data too long
Risk: Not deleting old customer dataImpact: Regulatory violations, security risksHow Tag Insight helps: Tracks data retention compliance
Wrong consent settings
Wrong consent settings
Risk: Marketing tags firing when users said noImpact: Direct violation of user choiceHow Tag Insight helps: Verifies consent settings are respected
How Tag Insight helps with compliance
Consent verification
Tag Insight monitors that your tracking respects consent:1
Monitor consent tools
Verify your consent banner is working
2
Track consent rates
See how many users accept tracking
3
Verify compliance
Ensure only approved tracking fires
4
Alert on violations
Get notified if tracking breaks rules
Privacy monitoring features
Consent tracking
Monitor opt-in and opt-out rates
Data flow monitoring
See where customer data goes
Regional detection
Different rules for different locations
Compliance alerts
Warnings when something’s wrong
Setting up privacy monitoring
Quick start guide
1
Install Tag Insight
Work with your tech team to add Tag Insight
2
Configure privacy rules
Tell Tag Insight your privacy requirements:
- Which regions need consent
- What categories of tracking you use
- Your data retention policies
3
Map consent categories
Connect tracking events to consent types:
- Essential (always allowed)
- Analytics (needs permission)
- Marketing (needs permission)
- Personalization (needs permission)
4
Start monitoring
Watch your compliance dashboard
Understanding your compliance dashboard
Key metrics to watch
Monitor these compliance indicators:| Metric | What it means | Target |
|---|---|---|
| Consent rate | % accepting tracking | Varies by region |
| Opt-out rate | % rejecting tracking | Monitor trends |
| Compliance score | Overall privacy health | Above 95% |
| Violation alerts | Privacy rule breaks | Zero |
Regional differences
Different rules apply by location:- Europe: Strictest rules, must ask first
- California: Can track but must allow opt-out
- Other US states: Varies, changing rapidly
- Rest of world: Generally more flexible
Working with consent tools
Popular consent platforms
Tag Insight works with all major consent tools:- OneTrust
- Cookiebot
- TrustArc
- Usercentrics
- Custom solutions
What to ask your consent provider
Key questions for your vendor:- How do they classify tracking tags?
- Can they block tags until consent?
- Do they handle all regions you operate in?
- How do they document consent?
Common compliance scenarios
E-commerce compliance
Special considerations for online stores:- Transaction data may be “legitimate interest”
- Marketing requires explicit consent
- Cart abandonment emails need permission
- Customer service tracking usually allowed
Media site compliance
Publishers face unique challenges:- Ad tracking needs consent
- Content personalization requires permission
- Basic analytics might be legitimate interest
- Paywall tracking usually essential
B2B compliance
Business websites have different needs:- Lead forms require clear consent
- LinkedIn/social pixels need permission
- Account-based marketing needs consent
- CRM integration must respect choices
Best practices
Document everything
Keep records of what you track and why
Regular audits
Check compliance monthly, not yearly
Train your team
Everyone should understand privacy basics
Plan for changes
Privacy laws keep evolving
Building a privacy-first culture
Team responsibilities
Marketing team:- Understand what needs consent
- Design privacy-friendly campaigns
- Monitor compliance metrics
- Respond to alerts quickly
- Define privacy requirements
- Review new campaigns
- Handle privacy requests
- Stay updated on laws
- Implement consent tools
- Configure tracking correctly
- Fix compliance issues
- Maintain documentation
Creating privacy policies
Work with legal to ensure policies cover:- What data you collect
- Why you collect it
- How long you keep it
- Who you share it with
- User rights and how to exercise them
Handling privacy requests
Common user requests
Be prepared for:- Access requests: “Show me my data”
- Deletion requests: “Delete my information”
- Opt-out requests: “Stop tracking me”
- Correction requests: “Fix my data”
Response process
1
Receive request
Have clear intake process
2
Verify identity
Confirm it’s really them
3
Execute request
Follow documented procedures
4
Document completion
Keep audit trail
Measuring compliance success
KPIs for privacy programs
Track these metrics:- Consent rates by region
- Response time to privacy requests
- Compliance incidents per month
- Training completion rates
- Audit findings trends
Reporting to leadership
Create monthly reports showing:- Overall compliance health
- Regional performance
- Incident trends
- Remediation progress
- Upcoming regulatory changes
Common questions
Do we need consent for everything?
Do we need consent for everything?
No. Essential functions (like security) don’t need consent. Analytics and marketing typically do in Europe. Your legal team provides specific guidance.
What happens if we make a mistake?
What happens if we make a mistake?
Document it, fix it immediately, and review processes to prevent recurrence. Consider legal disclosure requirements for significant breaches.
How do we handle global websites?
How do we handle global websites?
Apply the strictest standard globally, or use geographic detection to apply regional rules. Tag Insight can monitor both approaches.
Can we still do effective marketing?
Can we still do effective marketing?
Yes! Focus on consented users, use aggregated data, and explore privacy-friendly alternatives like contextual advertising.
Getting help
Resources for compliance
- Legal counsel: Primary source for requirements
- Industry associations: Share best practices
- Consent vendors: Technical implementation
- Tag Insight support: Monitoring configuration